We had 80 competitors in 2003. We saw that someone just won a deal from United Airlines. They didn’t even call us. So we bought a 10-minute spot for $15,000 at a trade show.

We had this sales guy say, “Everyone stand up, because we are going to play rock, paper, scissors. And the winner gets a Hummer. But instead of saying ‘rock, paper, scissors,’ we’re going to say ‘Om-ni-ture.’ ” So you got 1,500 people chanting “Om-ni-ture.”

Ever since that day, there really haven’t been any RFPs that we didn’t get an invite to.